Browsing by Subject "Pandemic"
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Item Restricted How COVID-19 Influenced Berlin Fashion Brands in Terms of Online Marketing Strategies(2022) Iryna Zaporozhets; Mantel, Peter; Ülker, Bariş; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: Abstract: This thesis examines changes in online marketing strategies for Berlin-based fashion companies, with a specific focus on influencer strategy. The paper explores the history of digital marketing, its potential for development, main strategies employed in the field, the evolution of social media platforms, and the definition of influencer strategy. Furthermore, it investigates how influencer strategy can benefit fashion brands, particularly during the pandemic. Keywords: online marketing strategies, Berlin-based fashion companies, influencer strategy, digital marketing, development, main strategies, social media, pandemic, fashion brands